55% Growth in Advertising Revenue: How ASHE Transformed Its Strategy with Smithbucklin

Declining print advertising sales and changing audience behaviors posed a significant challenge for the American Society for Healthcare Engineering (ASHE), the largest association serving professionals who design, build, and maintain healthcare facilities. For an organization with a critical mission to support healthcare environments, maintaining revenue streams and engaging its 40,000+ member and non-member audience was essential to sustaining its influence and impact. Recognizing the need for a bold transformation, ASHE partnered with Smithbucklin to reimagine its advertising strategy and adapt to the digital era. 

Key Actions 

Faced with a shifting market and diverse audience, the partnership focused on crafting a forward-thinking approach that modernized advertising strategies and amplified results: 

• Comprehensive Asset Analysis: Reviewed ASHE’s print and digital marketing assets to identify gaps and opportunities. 
• Digital Transformation Initiatives: 
  • Introduced sponsored articles on ASHE’s website to complement traditional magazine placements.
  • Implemented ad retargeting and geo-targeted ads to maximize relevance for specific regions. 
  • Launched a certification-targeted e-blast campaign to reach niche groups like fire safety experts and facility managers.
  • Developed a dedicated microsite to expand advertising opportunities and boost engagement. 
• Corporate Sponsorship Program: A customizable, year-long engagement program was introduced, allowing corporate sponsors to combine advertising opportunities with conference-related activations. 
• Collaborative Optimization: Conducted regular strategy meetings with ASHE to review performance and integrate new recommendations into each advertising cycle. 

Results 

• Revenue Growth: Achieved a 55% increase in advertising sales, translating into a revenue boost of over $500,000 in just two years. 
• Expanded Digital Reach: Enhanced engagement and precision targeting with a focus on high-value audiences. 
• Ongoing Partnership: Continued collaboration to refine and expand advertising strategies year-over-year. 

Turning Challenges into Lasting Success 

ASHE’s transformation is a testament to the power of a strategic partnership. By leveraging data-driven insights and staying aligned on evolving goals, Smithbucklin helped ASHE not only reverse its declining revenue, but also position itself for sustained growth in an increasingly digital world. This success underscores Smithbucklin’s commitment to helping associations drive measurable impact and achieve their long-term objectives. Together, we’re redefining what’s possible.